The BTHA tells Toy World how Toy Fair 2024 is shaping up

Published on: 20th October 2023

Majen Immink, director of Fairs & Special Events at the British Toy & Hobby Association, details new and returning exhibitors for next year, plus how the organisation is celebrating the show’s 70th anniversary. 

How are things shaping up for Toy Fair 2023?

Toy Fair is shaping up to be an incredible event. The exhibition space sold out months in advance, and our small waiting list demonstrates the demand to exhibit with us. Indeed, if you are interested in joining the exhibitor waiting list, please visit our website at

This year we have seen the re-booking rate reach its highest point in years. This is testament to the industry’s unwavering trust in the event and reaffirms the importance of Toy Fair in the industry calendar for all the brands and exhibitors that showcase at it.

We remain forever grateful for the continued support of the show by the UK toy industry. This year, to accommodate the high demand for stands, we have extended our floorplan space and will be using both levels of the National and Grand Halls, as well as part of the Upper West Hall of Olympia. We have a stellar line up of exhibiting companies and visitors can look forward to a buzzing and packed Olympia, with even more product showcases and immersive experience.

We are thrilled to have had such a high returnee rate of exhibitors including Character Options, Jazwares, Lego, Hasbro and Golden Bear Toys, plus many more, as well as lots of exciting new companies including Tokidoki and Skillmatics, amongst others. We are also delighted to welcome Tomy, HTI and Spin Master Toys back to the show after a period of absence.

The 2024 show is going to a particularly special one, correct?

Yes, Toy Fair 2024 celebrates the 70th anniversary of our show. We will be giving a nod to our history and the history of our exhibitors by planning various nostalgic elements which will be peppered throughout the show.

We are also proud to mention that the Toy Industry Awards will be presented on Tuesday 23rd January, celebrating retailers and suppliers across various categories. Limited tickets will be available on a first-come, first-served basis. For more information, please contact

What preparations should people be making for Toy Fair at this stage?

For exhibitors, it is important to focus on stand design in order to make a strong impression on the show floor. Standing out will help improve visibility and potential engagement. Additionally, don’t solely rely on footfall, but proactively reach out to book meetings in advance. We have introduced a new function on our website’s exhibitor portal, providing exhibitors with the option to request meetings with registered buyers.

If you are a visitor, you should register for your free visitor pass on the Toy Fair website to secure your attendance. Take the time to study the floor plan and exhibitor list and reach out to exhibitors to schedule meetings. Planning ahead will make your visit more productive and efficient.

We are looking forward to celebrating 70 years of Toy Fair and warmly welcome you to join us.


Friday Blog

Money’s too tight to mention … it’s the Friday Blog!

TV coverage continues to showcase toys in run-up to Christmas

Panini Premier League Official Sticker Collection 2024 hits retail

Lois Stewart joins the Plus-Plus team

Xplore Distribution welcomes Kevin Griffiths

Lego Fortnite is now live

Toikido and Moonbug reveal new pre-school IP, PeaKeeBoo

Exclusive: Nuremberg Toy Fair all set for 2024

Funrise appoints James Xuereb as European account manager for e-Commerce

Board Game Club’s festive special draws biggest crowd of the year